Mishloha

What Mishloha does

Mishloha (משלוחה) is an Israeli mobile-first food delivery marketplace that aggregates more than 600 restaurant locations across Israel, including major chains such as Pizza Hut (77 branches), Domino's Pizza (63 branches), Humus Eliyahu (69 branches), Golda Ice Cream (41 branches), Papa Jones (35 branches), and Burger King Israel (32 branches). The platform operates as a single consumer-facing mobile application on iOS and Android, supported by a responsive website at mishloha.co.il, and is operated by the Israeli private limited company Dive and Red Projects Ltd. (חברת דייב אנד רד פרוג'קטס בע"מ, registration 514570290). Its core technology is a restaurant aggregation and delivery order management system that surfaces multi-category offerings (pizza, sushi, burgers, hummus, Asian, Mexican, ice cream, kosher) with per-branch details including delivery fees, minimum order values, kosher certification status, and cashback percentages.

Mishloha monetizes primarily through two transaction-based streams: commission fees charged to restaurants on orders placed through the platform, and delivery fees charged to consumers that range from ₪0 (free delivery at select branches) to ₪35+ depending on restaurant location and distance. The platform differentiates on a wallet-based cashback rewards system offering up to 25% back on orders, with the percentage varying by restaurant and branch (e.g., 3-12% observed across Pizza Hut locations). On top of the core consumer marketplace, the company has layered three additional product surfaces: Mishloha Digital (mishloha.digital), a digital integration offering for restaurants and businesses; Mishloha Business (app.mishloha.co.il/mishloha-business/), a B2B corporate ordering platform; and a partnership with Como Sense for smart loyalty club integration.

The go-to-market motion is product-led growth through mobile app store presence and restaurant partner network referrals, with no disclosed sales team or outbound motion. Geographic scope is domestic-only (Israel), and no funding rounds, acquisitions, leadership team members, or institutional investors are disclosed in the available source data, indicating the company operates as a privately held, founder-controlled entity with limited public visibility into its financials or governance.

Name

Mishloha

Legal name

דיב אנד רד פרוג'קטס בע"מ (Dive and Red Projects Ltd.)

Website

https://mishloha.co.il

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Mishloha is an Israeli mobile-first food delivery marketplace aggregating 600+ restaurant locations across Israel (including chains like Pizza Hut, Domino's, and Burger King), serving individual consumers with multi-category ordering and up to 25% cashback rewards, and operating through iOS, Android, and web platforms.

Ownership category

akta.pro rank

Product category

Online Food Delivery Marketplace

NAICS

Food and Beverage Retailers (445)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Local Chef/Restaurant Meal Boxes & Marketplace Prepared Meals (CRAHAJAI)

Keywords

• Food delivery
• Restaurant marketplace
• Online food ordering
• Cashback rewards
• Mobile ordering

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Restaurant Commission: Mishloha charges commission fees from restaurants for orders placed through the platform
2. Delivery Fees: Platform charges delivery fees which vary by restaurant location and distance, typically ranging from ₪12 to ₪35 per order

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Mishloha operates a mobile-first online food delivery marketplace that aggregates menus and ordering for 600+ restaurant locations across multiple restaurant chains in Israel, enabling individual consumers to browse, order and pay for meals while earning cashback rewards. It also offers a Mishloha Business line targeting corporate food ordering use cases, but the core consumer marketplace is the primary offering.

Product overview

Mishloha (משלוחה) is a unified food delivery platform operating as a marketplace that aggregates multiple restaurant chains across Israel. The platform functions as a single mobile application (available on iOS and Android) that enables users to order from diverse food categories including pizza, burgers, Asian cuisine, hummus, ice cream, and more. The platform integrates multiple restaurant brands including Pizza Hat (77 branches), Hummus Eliyahu (69 branches), Domino's Pizza (63 branches), Golda Ice Cream (41 branches), Papa Jones (35 branches), Burger King (32 branches), Atza (29 branches), and Chuka (25 branches), among many others. Mishloha operates additional services including Mishloha Digital for restaurant business integration, Mishloha Business for corporate ordering, and the Como smart customer loyalty program. The platform offers cashback rewards (up to 25%) to users and facilitates delivery across Israel through a network of delivery drivers.

Differentiator

Problem solved

Functional benefit

Products and services

• Mishloha Consumer Marketplace
• Mishloha Business

Named customers7 records

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Como Sense (קומו)minorGTM or Marketing PartnerComo Sense is a smart customer loyalty club operator. Mishloha partners with Como to offer customer loyalty programs and rewards.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Uber Eats: Global food delivery arm of Uber. Overlaps with Mishloha on marketplace aggregation, restaurant commissions, and delivery fee economics, and is a benchmark for unit-economics-driven delivery platforms.
• DoorDash: Global food delivery leader and parent of Wolt. Competes with Mishloha indirectly through its Israeli operations and serves as the dominant comparable for marketplace scale, take rates, and consumer engagement mechanics.
• Just Eat Takeaway: European-headquartered food delivery marketplace. Comparable to Mishloha on the consumer-ordering marketplace model and restaurant commission economics, even if not directly operating in Israel.
• Delivery Hero: Global food delivery operator and former parent of 10bis. Comparable as a broad incumbent in the same category, with overlapping restaurant-aggregation and commission-based monetization models.

Direct peers

• Wolt: DoorDash-owned on-demand delivery platform operating across Israel. Competes head-to-head with Mishloha for Israeli restaurant partnerships and consumer orders, with a more developed proprietary logistics layer.
• 10bis: Long-standing Israeli corporate and consumer food delivery marketplace. Direct competitor to Mishloha in the same Israeli market, with overlapping restaurant network and a similar consumer-ordering model.
• Glovo: Multi-category on-demand delivery marketplace operating across Europe, Africa, and select Middle East markets. Closely comparable to Mishloha on broad restaurant aggregation and delivery fee structure.

Regional players

• Careem: Middle East super-app including food delivery (Careem Now). Operates a comparable restaurant aggregation and delivery marketplace model, primarily across the Gulf and North Africa rather than Israel.
• Talabat: Leading Middle East food delivery marketplace. Comparable to Mishloha on regional restaurant aggregation and commission-based model, though operating in different geographies (Gulf rather than Israel).

Emerging players

• Getir: Quick-commerce platform that has expanded into broader food delivery in select markets including Israel. Comparable as an emerging player with overlapping on-demand delivery mechanics and similar restaurant/consumer two-sided model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mishlohasite

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mishloha